Fluff festival sweetens Union Square

By Jack Nicas

Archibald Query’s 1917 creation in his Union Square kitchen has passed the test of time.

Somervillians and Fluff enthusiasts from across the country gathered to celebrate his white fluffy concoction Sunday, 91 years later, in the place where it all started.

Despite the gloomy weather, hundreds turned out for the third annual “What the Fluff?” Festival, a Union Square Main Streets and ArtsUnion collaboration. Some festival goers showed their love by dressing up as dollops of Fluff, eating unlikely Fluff concoctions and styling Fluff hairdos. But one Fluff-lover topped them all.

For the first time in ‚ÄúWhat the Fluff?‚Äù history, an official head of the Fluff world was crowned. Jason Keane, a Union Square Main Streets staff member, manned the voting booth. He said the elected ‚ÄúPharaoh of Fluff’s‚Äù duties would include ‚Äúspreading the sweet, sweet word of Fluff.‚Äù Many candidates ran on a ‚ÄúFluff for everyone‚Äù platform.

When voting concluded, Kristina Smarz was inaugurated into office by City Clerk John L. Long. She ended her acceptance speech by urging the audience to “go eat some Fluff!”

Archibald Query was also on hand, played by 24-year Union Square resident Mike Katz. He said he was introduced to Fluff ‚Äúin the cradle,‚Äù and prefers to eat it with soynut butter and a banana. ‚ÄúIt’s incredible!‚Äù

Katz said that while he didn’t agree with State Senator Jarrett Barrios’ 2006 proposal to ban Fluff from school cafeterias, he said, ‚Äúeverything needs to be in moderation.‚Äù

The new Fluff Pharaoh agreed: ‚ÄúI don’t think there’s a problem with it being in schools, but if it’s the only source of nutrition children are having then maybe we need to reevaluate those who are serving it.‚Äù

Barrios eventually backed off his proposal to ban Fluff and later signed a bill to make the Fluffernutter the official state sandwich.

Fluff is experiencing success aside from festivals thrown in its honor. Fluff owner Don Durkee said “business is up” and that Fluff is exported to over 14 countries, including Israel, Japan and Brazil.

However, the love for Fluff is never more acute than here in Massachusetts, and specifically Somerville. Two young Somervillians, Roy Veatch and Julian Fischer-Frank, dedicated their Saturday to building “Welcome to the New Fluffy Fudge World,” a Fluff and fudge landscape of NYC and winner of the Most Creative Cooking Contest, Veatch said.

Veatch wore a big smile carrying out his trophy as his father followed with the diorama. He said, ‚ÄúNow Julian’s going to eat this tonight!‚Äù

Photos by Jack Nicas and Kristyn Ulanday/Daily Free Press